Sr. Manager of Lifecycle Marketing

Senior Manager, Lifecycle Marketing

At VASA Fitness, we're more than a gym--we're a community built on unity, passion, love, integrity, fun, and trust. We create uplifting experiences for everyone through inclusive, accessible, and on-trend fitness. VASA is a place where lives are changed through authentic connections, growth, and support--for both members and team members.
We're looking for a Senior Manager, Lifecycle Marketing who thrives in a fast-moving environment, thinks strategically, and enjoys building scalable marketing programs that drive real business impact.
This role helps shape how we connect with members throughout every stage of their journey--from first interaction to long-term loyalty. You'll partner across teams to build personalized, data-informed marketing programs that improve engagement, retention, and member experience.
How You Will Change Lives
As the Senior Manager, Lifecycle Marketing, you'll lead the strategy and execution behind how VASA communicates with prospects, members, and former members across email, SMS, push, and in-app messaging.
You'll build and optimize lifecycle programs that strengthen member engagement, improve retention, and increase lifetime value--while helping create experiences that feel personalized, relevant, and connected across every touchpoint.
This role requires both strategic thinking and hands-on execution. From developing customer journeys and testing new engagement strategies to partnering with Analytics, Product, Brand, and Operations teams, you'll play a critical role in helping VASA scale its marketing capabilities and deepen relationships with members as we continue to grow.
What's In It For You?
When you join VASA, you'll find more than a job--you'll find a place to belong. Our leaders believe in our mission, have high standards, and give energy to others every day.
Wellness is a priority! All employees receive two complimentary gym memberships--one for you and one to share
All employees are eligible to participate in 401(k) options and the Employee Assistance Program -- FREE therapy, financial advising, legal advice, and more
Salaried Employees: Flexible Vacation Plan, Paid Holidays, Paid Parental Leave, and Health, Dental, Vision Benefits
Opportunities for career growth within a rapidly expanding company
Casual office environment (yes, hoodies are welcome)
Compensation Details
$120,000--$130,000 base salary
10% annual bonus potential
Key Responsibilities & Competencies
Lifecycle Marketing Strategy & Execution
Support the development and execution of lifecycle marketing strategies across prospects, onboarding, engagement, retention, winback, and referral programs
Partner cross-functionally to identify opportunities to improve the member experience across lifecycle touchpoints
Assist in developing cohort-based lifecycle programs designed to increase engagement and reduce churn
Identify opportunities to enhance customer journeys through personalization, automation, and behavioral insights
Help build customer journeys that convert interest into membership and re-engage former members at key moments
Growth & Retention Optimization
Execute lifecycle campaigns and initiatives that support acquisition, engagement, retention, and loyalty goals
Help establish scalable processes and best practices across CRM campaigns, journey development, experimentation, and reporting
Monitor and analyze lifecycle performance metrics including engagement, retention, churn, and conversion
Partner with Marketing Analytics to evaluate campaign effectiveness and identify optimization opportunities
Support go-to-market execution for new clubs, product launches, and member initiatives
Automation, Personalization & Segmentation
Build and optimize automated lifecycle journeys across email, SMS, push, and in-app messaging
Develop audience segmentation strategies based on behavior, engagement, lifecycle stage, and intent signals
Execute testing and optimization plans to improve conversion, activation, engagement, and retention
Collaborate with internal teams to improve personalization and relevance across CRM communications
CRM & Channel Operations
Manage lifecycle messaging across owned channels, ensuring communications are timely, accurate, and aligned to brand standards
Help maintain the CRM calendar, balancing promotional campaigns, evergreen messaging, retention initiatives, and product communications
Partner with Operations and Product teams to ensure digital communications reinforce the in-club experience
Support channel governance including deliverability, frequency management, data hygiene, and compliance
Stay current on CRM and lifecycle marketing trends, tools, and best practices
Data & Technology Collaboration
Partner with Marketing Technology, Product, and Data teams to improve CRM platform capabilities and automation
Support business requirements for integrations, audience segmentation, tracking, and triggered communications
Assist in evaluating lifecycle marketing tools, vendors, and platform enhancements
Help identify opportunities to improve operational efficiency and scalability within the CRM ecosystem
Measurement & Insights
Track and report on lifecycle campaign performance and key business metrics
Analyze customer behavior and campaign results to generate actionable insights and recommendations
Partner with Analytics and Data Science teams to support lifecycle reporting and modeling initiatives
Cross-Functional Collaboration
Partner closely with Brand, Paid Media, Operations, Product, Member Services, and Analytics teams to deliver cohesive member experiences
Translate business priorities into actionable lifecycle campaigns and communication plans
Collaborate across departments to ensure lifecycle messaging supports both digital and in-club experiences
Contribute ideas and recommendations that improve retention and member engagement
Team Leadership
Mentor and support junior team members and cross-functional partners as needed
Foster strong organization, prioritization, and execution across projects and campaigns
Operate as both a strategic contributor and hands-on executor
Contribute to the ongoing growth and evolution of VASA's CRM and lifecycle marketing capabilities
Qualifications
Experience
Bachelor's degree in Marketing, Business, Communications, or related field; equivalent experience considered
7+ years of experience in lifecycle marketing, CRM, retention marketing, growth marketing, or related disciplines
3+ years of experience leading lifecycle marketing strategy, customer journey development, and cross-channel CRM programs
Proven experience developing and executing lifecycle marketing initiatives that drive engagement, retention, conversion, and customer lifetime value
Experience managing lifecycle campaigns across email, SMS, push notifications, and in-app messaging channels
Hands-on experience with CRM and marketing automation platforms such as Braze, Iterable, Salesforce Marketing Cloud, HubSpot, or similar technologies
Experience partnering cross-functionally with Product, Analytics, Technology, Operations, and Brand teams to deliver integrated customer experiences
Experience with A/B testing, experimentation frameworks, and optimization methodologies preferred
Familiarity with customer data platforms (CDPs), customer data architecture, and lifecycle measurement frameworks preferred
Fitness, subscription, membership, retail, or consumer services industry experience preferred
Skills & Competencies
Strong understanding of customer segmentation, personalization strategies, marketing automation, and behavioral targeting
Strong analytical skills with experience interpreting campaign performance, customer behavior, retention metrics, and lifecycle KPIs
Ability to develop data-informed lifecycle strategies that improve engagement, retention, and member lifetime value
Strong project management and organizational skills with the ability to manage multiple priorities and complex initiatives
Excellent communication and stakeholder management skills with the ability to influence cross-functional teams
Ability to balance strategic thinking with hands-on execution in a fast-paced environment
Strong attention to detail and commitment to delivering high-quality, accurate communications
Collaborative mindset with the